Parents of picky eaters often face the daunting task of finding healthy and visually appealing food options for their kids. Enter Noshi, an innovative organic and edible food paint designed to make mealtime fun and interactive for children. Tomo Delaney recently pitched his unique product on Shark Tank and got a deal with Mark Cuban. Currently, Noshi is worth an estimated $2 million.
Meet the Founders
Tomo Delaney is the CEO and founder of Noshi. He got a degree in photography from Richmond upon Thames College in London. Delaney moved over to New York in 1998 and mainly worked as a producer for a fashion photographer.
He’s left the world of fashion after a 25-year stint to become a stay at home dad. Along with his wife Pegi, the pair identified the need for a product that encourages children to eat a variety of healthy foods by presenting them by color instead of flavor. Thus, Noshi food paint was born.
The Journey to Shark Tank
Noshi food paint comprises organic fruit purees in three different colors, allowing children to paint and decorate various foods such as pancakes, waffles, yogurt, and more. The product is certified organic, vegan, and free of gluten, nuts, dairy, soy, and eggs, making it a safe and healthy option.
Delaney started the company in February 2015 and gradually developed the concept into a real business. The company launched officially in 2017 and against all odds became profitable. In 2019, Noshi made $55,000 in revenue while still operating out of a bedroom.
In 2019, the product got into Walmart! During this time, he also had care for his wife who had a long covid. Thankfully she’s recovering! Due to their product, it’s likely a producer from Shark Tank contacted them and encouraged them to apply for the show.
Life After Shark Tank
Tomo delivered a strong pitch and the hype from Shark Tank will be a game changer for the business. The only issue will be trying to meet customer demand! Unlike some companies that appear on the show, Noshi is solving a real-world problem for parents.
You can buy their products on their website or at retail stores such as Walmart, Thrive Market and FreshDirect. They are now in over 200 Walmart stores and don’t show signs of slowing down yet. Licensing has also become a nice revenue stream for the business.
In 2020, they secured a licensing agreement with Peppa Pigs and Crayola Crayons. They sell in a pack of six for a reasonable $34.95 but currently Sketchup Case is sold out. Keeping products in stock for their online store will be a real issue in 2023 as sales grow.
The product’s success can be attributed to its organic and nutritious ingredients, as well as its interactive nature, which fosters healthy eating habits. By providing a fun and engaging way for kids to explore new foods and express their creativity, Noshi has made mealtime more enjoyable for the entire family.
